Mainstream presented its communications strategy for William Grant & Sons’ five brands for year 2015


In the end of January 2015 Yevgeniya Vakulovych, project manager of Mainstream Communication & Consulting, spoke at a marketing conference for partners and distributors of William Grant & Sons held in Georgia. During her report Yevgeniya not only presented the communications strategy for CIS countries developed by Mainstream team for the 5 brands of the manufacturer (Grant’s, Tullamore Dew, Glenfiddich, Hendricks Gin è The Balvenie), but also took the audience on a retrospective tour into the basics of PR. In other words, she explained how a small Scottish company, producing premium alcohol, could benefit from PR here and now.

«Unfortunately many companies nowadays don’t understand the need for PR. They argue that PR doesn’t give immediate results and it’s hard to measure its value. However, most of our shopping decisions come from either recommendations of our friends, or a beautiful story behind the brand. And here is where a detailed communications strategy steps in, producing these very recommendations and telling the story of the brand to its target audiences, which in itself is priceless» — commented Yevgeniya.